If you’re comfortable talking about PPC (pay-per-click) and traditional SEO — that’s a good start. PPC has been part of digital strategy for more than 15 years, and most sellers know how keyword traffic and rankings work. But there’s a bigger change happening in how people search information online. Search is no longer just about ranking for keywords and generating clicks. Now, AI-powered systems are starting to deliver direct answers in response to real human questions — often without showing a long list of links.